2. ABOUT US
ANTHONY VERRE
VICE PRESIDENT, ECOMMERCE
INTEGER GROUP
DALLAS, TX
@upasnagautam
UPASNA GAUTAM
MANAGER, SEARCH
ZIFF DAVIS
AUSTIN, TX
@tonyverre
3. OBJECTIVES
• WHAT IS SEO IN 2018 ALL ABOUT?
• HOW DOES VOICE SEARCH WORK AT A STRUCTURAL
LEVEL?
• HOW IS VOICE SEARCH CHANGING THE WAY
ECOMMERCE WORKS?
• HOW CAN WE PREPARE FOR ECOMMERCE VOICE
SEARCH?
@tonyverre
@upasnagautam
4. • SEO in 2018
• The Voice Search Framework
• Ecommerce & Google
• Ecommerce & Amazon
• Tactical Takeaways
AGENDA
@tonyverre
@upasnagautam
10. THE VOICE SEARCH FRAMEWORK
AUTOMATIC SPEECH RECOGNITION
Automatic Speech Recognition (ASR),
fueled by deep learning neural networking,
is the system that powers applications like
speech transcription and voice search.
@tonyverre
@upasnagautam
11. THE VOICE SEARCH FRAMEWORK
AUTOMATIC SPEECH RECOGNITION
ASR is the FORM behind the voice search FUNCTION.
@tonyverre
@upasnagautam
12. THE VOICE SEARCH FRAMEWORK
How do humans do it?
Human articulation produces sound waves which
the ear conveys to the brain for processing.
New phone who dis
@tonyverre
@upasnagautam
AUTOMATIC SPEECH RECOGNITION
13. THE VOICE SEARCH FRAMEWORK
How Do Machines Do it?
@tonyverre
@upasnagautam
AUTOMATIC SPEECH RECOGNITION
14. THE VOICE SEARCH FRAMEWORK
GOOGLE’S VOICE SEARCH QUALITY METRICS
“We strive to find metrics that illuminate the end-user experience, to make sure that we
optimize the most important aspects and make effective tradeoffs. We also design metrics
which can bring to light specific issues with the underlying technology.” -GOOG
• Google has defined and uses a set of metrics
to track the quality of its voice search system.
• They use these metrics to drive their research
directions as well as provide insight and
guidance for solving specific problems and
tuning system performance.
@tonyverre
@upasnagautam
15. THE VOICE SEARCH FRAMEWORK
•Word Error Rate (WER)
•Semantic Quality (Webscore)
•Perplexity (PPL)
•Out-of-Vocabulary Rate (OOV)
•Latency
Google Voice Search Case Study
@tonyverre
@upasnagautam
GOOGLE’S VOICE SEARCH QUALITY METRICS
16. THE VOICE SEARCH FRAMEWORK
A WORD ON STRUCTURED DATA
@tonyverre
@upasnagautam
•Google is a data-driven machine that needs to be fed in order for it to learn
•Pieces of intelligence the crawler uses to build semantic relevance & authority
•This is how entities are indexed
•Speakable Schema is HERE & it’s just the beginning for voice search markup
17. THE VOICE SEARCH FRAMEWORK
The SERP has evolved into a
dynamic, purchase-driven environment,
with the integration of product carousels,
featured snippets with product rankings,
research carousels, and of course,
the shopping carousel.
@tonyverre
@upasnagautam
19. VOICE SEARCH & ECOMMERCE
@tonyverre
@upasnagautam
VOICE SEARCH IS GROWING
AND PEOPLE ARE SHOPPING
20. VOICE SEARCH & ECOMMERCE
@tonyverre
@upasnagautam
29%
NEARLY 50% OF VOICE ASSISTANT USERS
USE VOICE SEARCH DAILY
USE DAILY MULTIPLE TIMES/DAY
17%
NetElixir, "Search Without Screens: Exploring the Rise of Smart Assistants and Voice Search," April 19, 2018
21. VOICE SEARCH & ECOMMERCE
@tonyverre
@upasnagautam
56% OF VOICE SEARCH USERS ARE
COMFORTABLE MAKING A
VOICE SEARCH PURCHASE
NetElixir, "Search Without Screens: Exploring the Rise of Smart Assistants and Voice Search," April 19, 2018
1 – NOT COMFORTABLE
2
24.7%
19.4%
3 26.8%
4
5 – SUPER COMFORTABLE
16.5%
12.6%
22. VOICE SEARCH & ECOMMERCE
@tonyverre
@upasnagautam
Top Consumer Shopping Actions Using Voice Search
Adobe Digital Insights, "State of Voice Assistants," Sep 10, 2018
23. VOICE SEARCH & ECOMMERCE
@tonyverre
@upasnagautam
Consumer Use Voice Search to Shop in These Categories
NetElixir, "Search Without Screens: Exploring the Rise of SmartAssistants and Voice Search"; eMarketer calculations, April 19, 2018
24. VOICE SEARCH & ECOMMERCE
@tonyverre
@upasnagautam
Google & Amazon Dominate Voice Search
eMarketer.com, “Voice Commerce Holds Promise, Yet Shoppers Are Skeptical” June 1, 2018
*Siri voice search powered by Google
25. VOICE SEARCH & ECOMMERCE
@tonyverre
@upasnagautam
Google Shopping Actions is
Google’s New Marketplace
26. VOICE SEARCH & ECOMMERCE
@tonyverre
@upasnagautam
How Does It Work?
GOOGLE
EXPRESS
COMMISSION
RATES
VOICE
eCOMMERCE
RESTRICTED
ACCESS
27. VOICE SEARCH & ECOMMERCE
@tonyverre
@upasnagautam
New Marketplace; New Rules
3 NEW SELLER METRICS1
NO CPC
STRUCTURE
2
NEW COMMISSION
STRUCTURE
28. VOICE SEARCH & ECOMMERCE
@tonyverre
@upasnagautam
The Future Relevance of Google Voice eComm
3
OPTIMIZED
PRODUCT FEED1
PRODUCT &
SELLER RATINGS 2
SELLER
METRICS
31. VOICE SEARCH & AMAZON
@tonyverre
@upasnagautam
A9 First. Human for Correction.
RELEVANCE
RATINGS &
REVIEWS
INVENTORYVELOCITY
PRICING
PROFITABILITY
CONVERSIONS
32. VOICE SEARCH & AMAZON
@tonyverre
@upasnagautam
63% Don’t Think Amazon, Google, Apple, or
Microsoft Will Get Voice Search Right.
eMarketer.com, “RICHRELEVANCE STUDY SHOWS AMERICANS ARE SKEPTICAL OF VOICE-ASSISTED SHOPPING” June 4, 2018